EVALUATING CUSTOMER LEVEL OF LOYALTY BASED ON THE USE OF LOYALTY CARD AT COKOTETRA E IN BANDUNG

• Main Author: ASTARI (NIM 19014028), VIVI
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/24656
• Institution: Institut Teknologi Bandung

Cokotetra Café is a coffee shop that located on Jalan Dago, Bandung, which serves coffee drinks as a main menu. Cokotetra Café was established in 2012 and now the cafe is trying to run a new strategy, which is creating loyalty card for its customers. The cafe owner aims to get through this new strategy will makes his customers will be more faithful and loyal with Cokotetra Café. <br /> <br /> The purpose of this research is to know the customer level of loyalty as an outcome from the program that offer by Cokotetra Café, that is loyalty card. This research wants to know whether there is a significant effect by using the loyalty card to increase the customer loyalty level or not. It will focus on Cokotetra Café Bandung. Consider that the role of the customers are very important, this research is for the customer of Cokotetra Café Bandung that have a loyalty card. This research is using the quantitative approach and makes the likert scale for the variables to know the customer point of view based on their priority. For analyzing the data, this research use the discriminant analysis to find out the suitable group based on the variables and to know how it is could be classified. <br /> <br /> The result shows that by using the discriminant analysis, the level of customer loyalty in Cokotetra Café is in the second level of loyalty, which is in an affective level. In affective level,the customer felt different before they come and after they come and use the loyalty card in Cokotetra Café that pushed by customer satisfaction. <br />